Lieselotte Van Tieghem, Sales- & Marketing Manager bij Wijs, gaf deze presentatie voor het eerst op het Oracle event op 14/05/2014. Ze heeft het o.a. over data en daar slimmer mee omgaan, uw klanten beter te leren kennen in hun context, 1 op 1 communicatie, closing the loop & the sweet spot.

1. Wijs - mei 2014
Context and personalization
in a digital strategy

2. Hi! I’m Lieselotte.

3. I work at Wijs
A digital Agency in Ghent

4. Marketeers are shouting out
quite a bit of buzz words again
lately…

5. Quantified self

7. What Marketing can learn
from the Internet of Things.
The Age
of Context

8. Big data

9. Digital Transformation

10. It’s a whole new energy...

11. According to me it
comes down to this…
!
Closing the loop

15. But as for many companies it’s not just a digital
strategy…
Technology
supporting
Data-minded User-centric
Digital company

16. Let me first tell you my story...
Young mom of two children
Happily married to an
entrepreneur
Full-time job, not only at
Wijs, but also as a mom, wife,
housekeeper and secretary

17. This is how I roll...

18. I have a need...

19. ‣ I would like to tell them that...
‣ we are an ambitious couple with 2 young children
‣ I have to make lunch boxes every morning
‣ my husband is on an Atkins diet
‣ my son dislikes fruit, but does need the vitamines
‣ I would love to eat and cook healthy every day, but my work
rythm and inefficiency lets me down
‣ etc.
You know what? I’m willing to tell my supermarket some
stuff…

20. My supermarket
knows exactly what
my shopping basket
contains:
a combination of
fixed and variable
products

21. They could also know I have a fixed day to do my shopping

22. And I get myself inspired
online

23. ‣ On-site analytics
‣ Web analytics
‣ CRM
‣ Data loyalty cards
‣ Customer feedback
‣ etc.
A lot of data assembled out of different corners

24. Broadcasting Informing
One to one in a new dimension

25. Now imagine…

29. ‣ when they give me
ideas on parties
coming up: what
to make, how
much and what to
buy
‣ One click on the
button and it’s
ready for you
waiting in the
shop
Or…

30. A bit creepy, huh?

31. But customers are actually quite
open to this…

34. It’s a whole new energy...

35. It’s no longer only about…

36. !
‣ It’s about getting to know your user

37. !
‣ It’s about getting to know your user
‣ It’s about getting to know your user in
his context

38. !
‣ It’s about getting to know your user
‣ It’s about getting to know your user in
his context
‣ And technology is giving us the
possibility to do this: by offering us data

39. The age of context: data
Data transforms into information or advertising,
depending on the context of the consumer.

40. The age of context

41. Context changes advertising into information.
!
Context is the way to break through the banner
blindness of our customers.
!

43. How can you add context to your messages?
How can you change advertisement into
information?
How can you break through the banner
blindness?
Ask yourself

47. Route
Reservation

48. But hey!

49. What about...

52. How do we translate emotion,
inspiration and impuls on a digital
level?

54. Attribute the correct weight to each touch point.

55. Let’s take another example

56. The sweet spot
Advies
Emotie
Inspiratie
?

57. ‣ Know your customer and his context
‣ Closing the loop: customer journey & conversion funnels
‣ Get yourself organized: digital company
‣ Break through your own silos
Summarize

58. België, de bermudadriehoek
van de eCommerce
Wijs E-commerce onderzoek V3 coming up

59. Questions?